Brand Tone

Nurturing, Trustworthy, and Aspirational

Brand Values

• •Quality & Durability
• •Comfort & Coziness
• •Family & Connection
• •Ethical & Sustainable Practices
• •Australian Heritage

Best Practices

• •Lead with Emotion, Support with Function: Start your copy by evoking feelings of comfort, love, and luxury. Then, follow up with the practical benefits like being machine-washable, durable, and versatile. The core of the brand is an emotional connection.
• •Emphasize "Timeless" over "Trendy": The brand's strength is its longevity. Use words like "heirloom," "timeless," "cherished," and "classic" to reinforce that this is an investment piece, not a fleeting trend. This appeals to customers looking for lasting value.
• •Tell the Story: Weave the brand's origin story —of a mother creating a special item for her child—into the narrative where possible. This authenticates the brand and builds a strong, relatable connection with the target audience of parents and gift-givers.
• •Use Sensory and Evocative Language: Words like "buttery-soft," "silky," "plush," "snuggly," and "cloud-like" are powerful and used frequently in customer reviews. Continue to use this sensory language to help potential customers imagine the feel of the product.
• •Let Customers Be the Hero: Incorporate testimonials and user-generated content into your marketing. Phrases like "Let our customers speak for us" reinforce trust and authenticity. Frame the products around the customer's life —their moments, their family, their home —to make the brand an integral part of their story.

Social Perception

Perceived as a premium, high-quality, and highly trusted brand delivering luxury and durability. Products are seen as worthwhile, heirloom-quality investments, often purchased as meaningful gifts, especially for new babies, evoking comfort and nostalgia.

Copy Examples

• •Those first few months are a whirlwind of tiny moments. Make them endlessly cozy with our signature faux fur baby blanket. Designed by a mum, for mums, it's the buttery-soft, machine-washable hug your little one will treasure for years to come. #MiniminkMoments #LuxuryForLittles
• •Give the gift of timeless comfort. More than just a blanket, a Minimink is a cherished heirloom, a soft place to land, and a symbol of warmth and love. The perfect welcome for every new arrival.
• •Unwind in pure luxury. Our large faux fur throw is designed for the whole family to love. Drape it over your sofa for a touch of elegance or curl up on a chilly night for unparalleled warmth. Crafted to last, this is the blanket you'll be fighting over for years.
• •Luxury that feels good, and does good. Every Minimink piece is crafted from the highest quality faux fur, so you can indulge in guilt-free softness. We are committed to ethical production and timeless design, creating beautiful pieces that last a decade, guaranteed. That's the Minimink promise.
• •Style, meet comfort. Elevate your living space with the opulent texture of a Minimink throw. It's not just a layer of warmth; it's a statement of effortless elegance and everyday luxury that complements any decor.